April 14

John Carlton’s Best Ads: Wickedly-Clever Grabbers

2  comments

You can’t see the grabbers that were attached to the following letters.  The first was a simple, commercial packet of flower seeds.  The second was a clever magnetized calendar for the fridge.  The last was a simple business card with a hand-written note on it guaranteeing a free rose.

And they all got maximum attention.

These are one-page letters, but they’re packed tight with benefits and features . And a little free information.

The key, again, is personality.  These “just keepin’ in touch” letters read like short, personal notes from a guy who genuinely wants to stay in touch.  There’s no “trick” involved — these are clearly is a plea for more business… but they are phrased in such a nice way that people don’t mind.

Put something personal and effective like this against the “usual” b.s. from people wanting your business… and there’s no contest. Weak, stilted language that reads like it was written by a computer can’t compete with personal letters like this.

Notice, too, in the last one, that we included the ad that was to run in the local real estate magazines. People love to be asked for their opinions. You would be astonished at the good will and friendly responses generated from such simple contact like this.

Don’t be blinded by the idea this only works in real estate, either. Letters like this would do amazingly well in any industry where salesmen need to keep in touch with customers.


Click here to see the “Wickedly-Clever Grabbers” ads.
(It will open in a new window or tab, so you can toggle between the ad and Carlton’s commentary.)


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